Teacher(s)
Language
French
Content
This course should (1) enable students to understand the nature and place of communication in contemporary public and political action; (2) enable students to develop the analytical skills and know-how needed to better understand communication and media relations strategies.
The course is structured in two independent parts, although these are necessarily linked by their respective subjects. Students are encouraged to draw connections between the elements covered in each part.
PUBLIC COMMUNICATION
The part of the course taught by Arlin Bagdat covers the following points:
- Distinctive features of public communication: between freedoms and constraints.
- Information and awareness campaigns: presentation and critical analysis of federal campaigns, in particular the various campaigns conducted in the context of the COVID-19 crisis and against disinformation, with a particular focus on inclusive communication.
- Belgium's image: country branding through the campaigns “Belgium, otherwise phenomenal” and “Belgium, embracing openness”.
MEDIA RELATIONS
The part of the course taught by Lara van Dievoet focuses on the relationship between organisations and the general public through the media. She will introduce students to the interconnected roles of PR and journalism while developing ethical thinking. What are the issues at stake? What impact do the digital environment and the rise of smartphones have on press relations? What types of strategies does this require?
The media relations section of the course will cover the following topics:
- The role of press relations within an organisation
- Principles and ethics of relations with journalists
- Interacting with journalists in a digital environment
- Writing press releases
- Specific features of the Belgian media landscape
- Assessing the impact of press relations
The course is structured in two independent parts, although these are necessarily linked by their respective subjects. Students are encouraged to draw connections between the elements covered in each part.
PUBLIC COMMUNICATION
The part of the course taught by Arlin Bagdat covers the following points:
- Distinctive features of public communication: between freedoms and constraints.
- Information and awareness campaigns: presentation and critical analysis of federal campaigns, in particular the various campaigns conducted in the context of the COVID-19 crisis and against disinformation, with a particular focus on inclusive communication.
- Belgium's image: country branding through the campaigns “Belgium, otherwise phenomenal” and “Belgium, embracing openness”.
MEDIA RELATIONS
The part of the course taught by Lara van Dievoet focuses on the relationship between organisations and the general public through the media. She will introduce students to the interconnected roles of PR and journalism while developing ethical thinking. What are the issues at stake? What impact do the digital environment and the rise of smartphones have on press relations? What types of strategies does this require?
The media relations section of the course will cover the following topics:
- The role of press relations within an organisation
- Principles and ethics of relations with journalists
- Interacting with journalists in a digital environment
- Writing press releases
- Specific features of the Belgian media landscape
- Assessing the impact of press relations
Teaching methods
Two lecturers alternate to cover the public communication (Arlin Bagdat) and media relations (Lara van Dievoet) aspects of the course.
The course draws heavily on empirical cases. Active teaching methods will be used and students will be encouraged to develop critical thinking skills in relation to public communication and media relations.
Students will refine their media relations skills by writing press releases.
The use of artificial intelligence is prohibited in the context of this course, whether as a tool for exploration and ideation or as a writing tool.
The course draws heavily on empirical cases. Active teaching methods will be used and students will be encouraged to develop critical thinking skills in relation to public communication and media relations.
Students will refine their media relations skills by writing press releases.
The use of artificial intelligence is prohibited in the context of this course, whether as a tool for exploration and ideation or as a writing tool.
Evaluation methods
This course is assessed by a single examination: a written examination held during the session and covering both parts of the course. It will include a case study.
Students who fail the course will take a similar examination during the second session.
Students who fail the course will take a similar examination during the second session.
Online resources
The slides shown during the course and the texts to be read will be posted on the course Moodle page.
Bibliography
Aldrin, P., Hubé, N., Ollivier-Yaniv, C., Utard, JM. (2014). Les mondes de la communication publique: légitimation et fabrique symbolique du politique. Presses Universitaires de Rennes
Faculty or entity
Programmes / formations proposant cette unité d'enseignement (UE)
Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Master [120] in Communication
Master [120] in Political Sciences: International Relations
Master [60] in Information and Communication
Master [120] in Public Administration
Master [120] in Journalism
Master [120] in Communication [version 2020]